Companies care about CSR. In today’s world, corporate social responsibility is as important to business success as financial performance. A recent industry report showed that Fortune 500 companies spend US$20 billion a year on CSR.

Organisations have realised that adopting a more thoughtful approach in doing business can become an important tool in attracting and motivating employees. Companies leading with a purpose create a positive impact on society, and further inspire their employees to contribute to the society.

Corporate Social Responsibility should be a part of a cultural DNA

CSR is an integral part of GSK’s business. The organisation believes that through effective CSR initiatives, it has the opportunity to redefine how a company can bring change.

GSK makes a significant positive contribution to societies around the world through medicines and healthcare products that are researched, developed, manufactured and sold. GSK operates responsibly and by being commercially successful. GSK will be able to deliver its purpose and make a difference while being committed to running its business efficiently. GSK executes its CSR projects intending to make healthcare services available to those who need it.

The health and well-being of society is the way forward as a community

GSK provides access to healthcare by looking at the needs of the community and working with credible partners. It works with partners to make significant pledges towards improving the health of people. One such pledge is to improve disease prevention, awareness and provide access to healthcare services for 12 million people by 2025. Since the target was set in 2018, we have reached nearly 8 million people.

Together, through partnerships with local and international organisations, we reached more than 1.1 million people in 2019, including health workers, private providers, and vulnerable populations such as pregnant women and children under five years of age.

GSK also collaborated with Save the Children in the aim of helping to reduce child mortality. In 2019, the partnership reached approximately 114,000 children under the age of five years (almost three million children since 2013) with interventions including widening immunization coverage, accelerating access treatments and strengthening healthcare systems. Additionally, it has also launched a new programme in Nigeria focused on preventing infectious disease in children.

Also in 2019, some 3,500 children received free, life-changing surgery and comprehensive cleft care through our partnership with Smile Train. Together with the World Dental Federation and Smile Train, it has launched a new two-year project to improve oral health guidance and ongoing care for children with clefts.

The entire partnership benefitted 11,141 patient families as they received support for transport/food receiving care, 3,719 patients received comprehensive cleft care and 2,199 cleft team members were given an education and training.

GSK’s global contributions to community health programmes amounted to £263 million in 2019. This included cash, product donations and the volunteering time of our employees to help improve healthcare access.

Touching the hearts of the local community

Leading by example, companies need to lead with a genuine purpose at heart. GSK Malaysia lead with its purpose through its collaboration with various organisations, namely the Media Prima-NSTP Humanitarian Fund as it contributed RM325,000 in support of the fight against the COVID-19 pandemic.

Encouraged by the success and life-changing experiences we have seen amongst children who benefited from the Smile Train initiatives, GSK Consumer Healthcare Malaysia recently launched a campaign whereby a percentage of sales proceeds of Scott’s Gummies with DHA products from November to December 2020 will be donated to Smile Train for the benefit of local children needing corrective surgery for cleft lip and cleft palate conditions. Scott’s, the No 1 brand in Peninsular Malaysia for Child Health Supplement and Vitamin C (child) category, has been supporting children’s immune system, growth and development.

Whether large or small, businesses can make the world a better place by being responsible and creating a difference, which will also attract investors who believe in the culture of giving back. Companies should make the culture of giving back part of their business model which in return, will spur trust, recognition and association from customers leading towards support of the brand.

-- BERNAMA

Bryan Wong is General Manager, GSK Consumer Healthcare Malaysia, Singapore, Brunei.

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